What Really Happens on the Gold Coast premiered on Wednesday. Photo: seven network

The show featured sleazier aspects of the Gold Coast prominently in its first episode, including the city's infamous bikini-clad meter maids and strippers from Surfers Paradise.

It also included a feature on surfing and fishing entrepreneurs the Mad Hueys.

Gold Coast Tourism chief executive Martin Winter says the show is merely perpetuating an image of the region he believes is incorrect, unfair and damaging to the area.

"For a number of years, the Gold Coast has been severely and repeatedly misrepresented in mainstream media," Mr Winter said.

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"As a proud and passionate Gold Coaster, I am not only insulted but also fed up.

"We know from research, this type of negative coverage is bad for everyone living and working here on the Gold Coast."

In response to the show, the tourism board has initiated a social media campaign to attempt to reclaim the city's image.

Using the hashtag #visitgoldcoast, it's hoped residents will upload and share photos they feel truly represent what life is like on the Gold Coast.

But the show's producers believe tourism officials are overreacting.

McAvoy Media's John McAvoy doesn't believe the program will alter people's perceptions of the area.

"If someone wants to mount an argument that there are people sitting around in Paris or Abu Dhabi, or New York or Milan and Perth or Cairns sitting at their computers right now and cancelling their trips to the Gold Coast because of what went to air last night, we've got bigger problems, I reckon," Mr McAvoy told ABC Radio.